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Web and Social Media Strategies<br />Chris More – Associate Director<br />Max Spiegel – Web and Social Media Strategist<br...
Agenda<br /><ul><li>Web Strategy
Social Media Strategy
Team Collaboration
Questions</li></li></ul><li>Web Vision<br />“A unified college Web presence that provides useful and rich content to our a...
Plone Content Management System (CMS)<br /><ul><li>Open-source (free to use)
Always improving from world-wide network
Most popular CMS at Penn State
Central University group of Plone experts
Easy to use interface
Minimal training
Search engine and people friendly content
No software needed to manage website
Coming to your county in the near future!</li></li></ul><li>Plone Features<br /><ul><li>Blogging features
Aggregate external blogs and RSS feeds
Photo galleries
Pages / folders
Variety of homepage layouts
Social media integration</li></ul>You can do all of this without ever seeing code or knowing how to build websites!<br />
Before and After – Food Science<br />
Before and After - Entomology<br />
Before and After – Turf Grass<br />
Why be on single system?<br /><ul><li>Efficiency
Authentication
Evolution of features
Share content
Disaster recovery
Easy to focus on content
Consistent branding</li></li></ul><li>General Web Behaviors<br /><ul><li>60-70% of visitors come from search engines
Visitors scan text for keywords
Visitors view on average 2-3 pages per visit
Visitors quickly develop impressions
Visitors are looking for answers to their questions</li></ul>Point: Whatever you do on the web, you do not have much time ...
Best Practices for Web Success<br /><ul><li>Understand your audience and their needs
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Web and Social Media Strategies -- Penn State Master Gardeners Coordinators Conference

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Transcript of "Web and Social Media Strategies -- Penn State Master Gardeners Coordinators Conference"

  1. 1. Web and Social Media Strategies<br />Chris More – Associate Director<br />Max Spiegel – Web and Social Media Strategist<br />October 2010<br />
  2. 2. Agenda<br /><ul><li>Web Strategy
  3. 3. Social Media Strategy
  4. 4. Team Collaboration
  5. 5. Questions</li></li></ul><li>Web Vision<br />“A unified college Web presence that provides useful and rich content to our audiences while ensuring high quality-control standards.”<br />We are… Penn State<br />We are… Cooperative Extension<br />
  6. 6. Plone Content Management System (CMS)<br /><ul><li>Open-source (free to use)
  7. 7. Always improving from world-wide network
  8. 8. Most popular CMS at Penn State
  9. 9. Central University group of Plone experts
  10. 10. Easy to use interface
  11. 11. Minimal training
  12. 12. Search engine and people friendly content
  13. 13. No software needed to manage website
  14. 14. Coming to your county in the near future!</li></li></ul><li>Plone Features<br /><ul><li>Blogging features
  15. 15. Aggregate external blogs and RSS feeds
  16. 16. Photo galleries
  17. 17. Pages / folders
  18. 18. Variety of homepage layouts
  19. 19. Social media integration</li></ul>You can do all of this without ever seeing code or knowing how to build websites!<br />
  20. 20. Before and After – Food Science<br />
  21. 21. Before and After - Entomology<br />
  22. 22. Before and After – Turf Grass<br />
  23. 23. Why be on single system?<br /><ul><li>Efficiency
  24. 24. Authentication
  25. 25. Evolution of features
  26. 26. Share content
  27. 27. Disaster recovery
  28. 28. Easy to focus on content
  29. 29. Consistent branding</li></li></ul><li>General Web Behaviors<br /><ul><li>60-70% of visitors come from search engines
  30. 30. Visitors scan text for keywords
  31. 31. Visitors view on average 2-3 pages per visit
  32. 32. Visitors quickly develop impressions
  33. 33. Visitors are looking for answers to their questions</li></ul>Point: Whatever you do on the web, you do not have much time to capture the audience. First impressions matter.<br />
  34. 34. Best Practices for Web Success<br /><ul><li>Understand your audience and their needs
  35. 35. Generate fresh and rich content
  36. 36. Focus on content instead of design elements
  37. 37. Perfect is the enemy of good
  38. 38. Define ownership
  39. 39. Never stop improving!</li></li></ul><li>Social Media<br />The Why & How<br />(To Be Awesome)<br />
  40. 40. Web 1.0 vs. Web 2.0<br /><ul><li>Web 1.0
  41. 41. Web as information
  42. 42. Billboard or postcard
  43. 43. Web 2.0
  44. 44. Web as participation
  45. 45. Communication
  46. 46. Information sharing
  47. 47. Collaboration
  48. 48. Networking</li></li></ul><li>Web 2.0 Toolsets<br />
  49. 49. Web 2.0 Toolsets Categories<br />
  50. 50. How to Behave<br /><ul><li>Old rules still apply!
  51. 51. Know the room
  52. 52. Look appropriate
  53. 53. Sound smart
  54. 54. Observe and adjust
  55. 55. Make a connection
  56. 56. Brag modestly</li></li></ul><li>Twitter Good Practices<br /><ul><li>Follow those who you want to follow you
  57. 57. Cross link your efforts
  58. 58. Tweet about a YouTube video you uploaded
  59. 59. Be welcoming & friendly - say hello to your new followers or folks that you would like to get to know.
  60. 60. Engage people - ask questions and respond to queries that interest you.
  61. 61. Be humorous - funny Tweets really help to break up the timeline.
  62. 62. Inform - provide useful information and news items.
  63. 63. Monitor self-promotion - it is fine to promote your projects and work, but nobody likes to be spammed all day
  64. 64. Promote others - “retweet” liberally and highlight good work.
  65. 65. Listen - there’s no need to dominate the conversation all the time, so spend some time just reading what others are saying/Tweeting.
  66. 66. Be human - not always obvious but most important, being a “real” person is probably the most important trait of any effective Twitter user.</li></li></ul><li>If you build it, will they come?<br /><ul><li>Do we place a yellow page ad, and then ask what we can do to get people to look at it?
  67. 67. People must be looking for it
  68. 68. Search engine optimization techniques
  69. 69. Pay per click/impression advertisements (Google, Facebook, YouTube)
  70. 70. Diligence & patience</li></li></ul><li>What’s the point?<br />
  71. 71. Demographics<br />
  72. 72. Market Share<br /><ul><li>Would you start a business at the end of an empty dead-end road?
  73. 73. Go where the party is at!
  74. 74. Facebook
  75. 75. Twitter
  76. 76. Youtube</li></li></ul><li>Practice<br /><ul><li>Facilitating
  77. 77. What’s already going on?
  78. 78. Searching
  79. 79. Listening
  80. 80. Linking
  81. 81. Think about them, not us
  82. 82. What can we add to their social network?
  83. 83. Steal this content!
  84. 84. Share on social networks
  85. 85. “Like” or “Recommend” buttons</li></li></ul><li>Share and Connect<br />
  86. 86. What’s RSS?<br />
  87. 87. “Push” your content<br />
  88. 88. “Distribute” your content<br />
  89. 89. Impact on Facebook<br /><ul><li>Geographic and demographic information
  90. 90. Number of comments, interactions, “post quality” and more.</li></li></ul><li>Impact on Twitter<br />
  91. 91. Impact on YouTube<br /><ul><li>Demographics
  92. 92. How are people watching?
  93. 93. “Hot spots”</li></li></ul><li>Feedburner Stats<br />
  94. 94. Google Analytics and Campaigns<br />
  95. 95. Social Media Recap<br /><ul><li>Talk about others
  96. 96. Go where the party is at
  97. 97. Allow your content to be shared
  98. 98. Be interesting!</li></li></ul><li>Team Collaboration with Teambox<br /><ul><li>Communication and collaboration tool for teams and projects.
  99. 99. Move the conversation from inbox to a real collaborative environment.
  100. 100. Available to anyone with a Penn State or friends of Penn State account. Anyone can create a project!
  101. 101. Similar to Facebook groups and Twitter, but on an internal and secure server.
  102. 102. Get started: Visit http://agsci.psu.edu and search for “teambox”</li></li></ul><li>Questions?<br />Chris More cmore@psu.edu (@chrismore)<br />Max Spiegel mds118@psu.edu (@maxspiegel)<br />
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